The statement from Miss Great Britain read: "We pride ourselves on promoting the positivity of pageants in modern society and this includes the promotion of a strong, positive female role model in our winners.

"The feedback we have received from pageant insiders and members of the general public is such that we cannot promote Zara as a positive role model moving forward."

Zara Holland has been stripped of her Miss Great Britain title (Joel Anderson/ITV)

"We wholly understand that everyone makes mistakes, but Zara, as an ambassador for Miss Great Britain, simply did not uphold the responsibility expected of the title.

"She will be replaced by runner-up Deone Robertson, who had been crowned Miss North Lanarkshire."

Zara said she regretted the decision in Thursday night's show.

Zara and Alex got intimate in The Hideaway (ITV)

She told the cameras: "You know when you're in the moment and it just happens. That's really not like me at all. Why couldn't we have just gone to sleep?"

Zara was visibly embarrassed on the show about her actions (ITV)

The organisation said they would meet Zara on her return to the UK from the house in Majorca "to fully explain our decision".

The premise and purpose of Love Island is for the contestants to find romance and the show has been performing well in the ratings as a result.

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